Beach dig popularity takes organisers by surprise (+pics&video)

Organisers were overwhelmed by the number of kids who turned out to dig around in the sunshine for the big dig.

The event, The Hits Easter Beach Dig held at Hannah's Bay Park today, involved children digging in the sand to uncover numbered sticks so they could claim their prize.

Paul Hickey, announcer from The Hits, said there were double the number of any previous year.

"We've estimated today it was in the 700s," he said.

"It's our sixth year doing it, and last year about 30 under 5s showed up, the year before that 40. Today we've already given away about 300 sticks."

After allowing all the under 5s to find a stick the decision was made by the team to have a time trial dig for those 6 and over.

Image 1 of 9: Dylan Elstob, 8,

"We've advertised it as every single kid gets a prize, but unfortunately there were some kids that missed out," Mr Hickey said.

"So now it's all about making next year bigger and better."

Kathy Pahl and her 2-year-old son were lucky enough to find a stick.

"It's a good day, he loves the sand," she said.

"My friend told me about it and then I also saw it on Facebook, I've never been before but it's been great. I'd definitely come back."

Rina Iraia's children Adidas Iraia-Walker, 1, and Te Koha Iraia-Walker, 5, were pleased with their prizes.

"I've had a good day, it's a really cool event," she said.

Te Koha nodded eagerly when asked if he liked his prizes, and showed off his muddy puddles chocolates, donated by Reduced to Clear Rotorua.

Corrine Elstob didn't mind that her 8-year-old son hadn't found anything.

"You gotta do what you gotta do," she said in relation to the change to a timed dig.

"My daughter got a prize, so she just shared it with her brother."

Mrs Elstob said her children were fine with it.

"I guess it's a good thing that they've had such a good turnout," she said.

The Hits Easter Beach Dig was sponsored by McDonalds Rotorua, Rotorua Speedway, Rainbow Springs and Reduce to Clear Rotorua.